Written by: Annette Densham, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Most of us have hobbies, and some of us dream of one day turning them into a business. So how do you go from a home hobby or even a small side hustle to creating a successful career?
It can be a daunting task, especially if to make it truly work, you have to take that big leap of giving up your 9-5 job or investing real money to take it to the next level.
Sydney jeweller, Fairina Cheng, knows how unnerving it can be.
Fairina graduated from university and went straight into the traditional corporate job that was always expected of her. But even though it seemed like the right thing to do, working hard to build someone else’s business never truly felt like the correct path.
“I wasn’t interested in conforming to traditional notions of success,” she shared.
“At the same time, I’m not the kind of person to take big risks, so diving head-first into a massive career shift was out of character.”
Her journey into jewellery design began unexpectedly, prompted by a moment of reflection during a late night at the office.
“The idea of creating beautiful and unique pieces held a certain allure, and I felt drawn to delve deeper into this newfound interest. Little did I know that jewellery design would captivate me in a way I never anticipated. It just felt right.”
Instead of quitting her job immediately, Fairina chose to transition gradually. She worked part time at the office, undertaking two years of study in contemporary jewellery design and three years in commercial jewellery manufacture.
In 2012, she launched her business selling on Etsy, social media, markets and her own website.
“At the time, I didn’t truly believe I could ever make a successful career out of my hobby,” she laughed.
“Fast forward to today, I work with amazing customers all over the world on rare gemstone designs and alternative engagement rings. Growing up, I never really liked jewellery. The rules I heard about engagement rings and the pieces I saw in shops made me cringe. So I created a business for rule breakers and story makers who feel unheard and unrepresented by the traditional wedding industry.
“Since clearly articulating my “why” and the kinds of customers that light me up, my business feels more aligned than ever. It has been incredible to see my dream come to reality.”
The leap from a hobby to a career required Fairina to take a deep breath and trust her instincts.
“I maintained my corporate job, working two days a week, as fear prevented me from fully committing full time.
“One day, I stumbled on a book that would change my perspective. The 4-Hour Workweek by Tim Ferriss reminded me that the perfect alignment of opportunity and financial stability may never coincide. It emphasised that if I wanted the freedom to pursue my dreams, the time to act was now. Encouraged by this, I summoned the courage to leave my corporate job and fully devote myself to my jewellery business.
“Before I took the leap, I engaged a business coach who encouraged me to see myself as a real business and start paying myself from the profit I made, instead of keeping it all in the business account. Those small mindset shifts gave me the confidence to acknowledge that success might actually be a real possibility,” Fairina said.
“Funnily enough, it was a single off-hand experience that pushed me to submit my resignation letter. I was talking to some business owners, many of whom I had never met before. I told them that I dreamt of quitting my job and working full time in my business. One woman said, ‘Oh no, don’t do that. What if you don’t succeed?’
“Having someone doubt me was the fuel I needed to commit to becoming a full-time business owner. I submitted my resignation letter within the week.”
It hasn’t always been easy, but Fairina has never looked back.
“Throughout my business journey, having coaches and business besties on hand to keep me accountable has been invaluable. I absorbed knowledge, listened to marketing podcasts and took courses to expand my skill set. I am always learning, even more than 10 years in.”
“One of my most significant challenges was believing that I needed to do everything to have a high quality and authentic business. When I got pregnant in 2020, this needed to change. I went from working 12-hour days, 7 days a week, to working much more reasonable hours by engaging other small businesses to help with social media, PR and marketing.”
Fairina is constantly working on fine-tuning her business, and over the years, it has become more and more aligned with the work that makes her happy.
“I love my customers. I hear of many ‘bad customer’ stories from other businesses, and am so grateful to have the opportunity to work with lovely, kind-hearted people from all over the world that feel more like friends than clients.
“As my business has grown, I have started working with fewer and fewer customers on more exciting projects. This is a deliberate decision that has allowed me to dedicate more time to creating great customer experiences.
“One of the biggest lessons I’ve learned in business is to accept help, make considered decisions, and also trust the process. The wins may not come immediately, but they will come,” said Fairina.
As they say, it can take years to become an overnight success.
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Annette Densham, Executive Contributor Brainz Magazine Multi-award-winning PR specialist Annette Densham is considered the go-to for all things business storytelling, award submission writing, and assisting business leaders in establishing themselves as authorities in their field. She has shared her insights into storytelling, media, and business across Australia, UK, and the US speaking for Professional Speakers Association, Stevie Awards, Queensland Government, and many more. Three times winner of the Grand Stevie Award for Women in Business, gold Stevie International Business Award, and a finalist in Australian Small Business Champion awards, Annette audaciously challenges anyone in small business to cast aside modesty, embrace their genius and share their stories.
